Table of contents..

1.introduction

2. meaning of communication for development

3 .major features of development for communication theory

4.Examples of communication for development theory

5.strenghts of communication for development theory

6. History and theories of communication for development

7.Conclution

8.refrence and citations.

Development Communication Theory

INTRODUCTION

Development communication has not been labeled as the "Fifth Theory of the
Press", with "social transformation and development", and "the fulfillment of basic
needs" as its primary purposes.[3] Jamias articulated the philosophy of
development communication which is anchored on three main ideas. Their three
main ideas are: purposive, value-laden, and pragmatic.[4] Nora C. Quebral
expanded the definition, calling it "the art and science of human communication
applied to the speedy transformation of a country and the mass of its people from
poverty to a dynamic state of economic growth that makes possible greater social
equality and the larger fulfillment of the human potential".[5] Melcote and Steeves
saw it as "emancipation communication", aimed at combating injustice and
oppression.[6] The term "development communication" is sometimes used to refer
to a type of marketing and public opinion research, but that is not the topic of this
article.
 MEANING OF COMMUNICATION FOR DEVELOPMENT

Development communication refers to the use of communication to facilitate social

development.[1] Development communication engages stakeholders and policy
makers, establishes conducive environments, assesses risks and opportunities and
promotes information exchange to create positive social change via sustainable
development.[2] Development communication techniques include information
dissemination and education, behavior change, social marketing, social
mobilization, media advocacy, communication for social change, and community
participation.

The main idea behind development communication theory is media for

development of people in a nation or to help the target population. Communication
seeks to serve the people without manipulation and encourage genuine response.

is no propaganda as ulterior motive of communication. Communication is to

develop Conscientization or critical consciousness which can be about self-
responsibility, social conscience and self-determination for right judgments and for
social communication. The theory was used for social change.

Explanation of Development Communication Theory

Development used to be taken as bridging the disparity between the so-called 1st
world and the 3rd world countries before the 20th century. Development was
believed to be the proovewhiichmade the third world countries follow the first
world countries/ western countries, which were considered to be fully
developed,The under-developed countries had to follow their kind of political and
economic systems, like heavy industries, capital intensive technology, etc. All
other countries had to replicate a single form of development process which was
practiced in some specific countries..Thus, development was linked with
Westernization. Development communication was at first based on the
developmental theory of westernization but later had its own basis in the
developmental theory of modernization (1950s).

The definition of development communication has been evolving with time from
considering people as audiences who were to be influenced (one way) and the
process rooted in the SMCR model. The unilateral communication flow was
criticized for cultural imperialism. The socially engineered messages were
disseminated for a propaganda to control the culture of the poor countries by
glorifying the conditions of the rich nations,The theory focused on passive
audience which was not participatory. This gave the notion that development was
being, like the developed countries, one way influence. After that, the aspect of
feedback was added.

Then, communication was said to be horizontal. Today, development

communication is about working for local development and creating opportunities.
Its objective is to uplift the quality of life of people not only economically but also
socially, culturally, politically, etc. by using the tools of development
communication.

The theory later became known for its use in the developing and under developed
countries. The concept of participation was later added which paved the way for
model to be used for social change, development communication and democratic-
participant communication theory.

“Interpersonal communication as the base for participation of communities in their

liberation from the unjust structures of their societies was part of this radical
rethinking of communication—and eventually in how communication for social
change might be defined”

– McAnany, 2012

Development communications process can be adjusted according to the needs,

which improves the program as a learning process, as the concept of development
communication is continuously evolving. Development of different digital
technologies have made the concept broader and more participatory.
The implementation of this theory plays an important role in the overall
development of a country. If done for international development projects, the
communication process becomes a catalyst for the project to be successful.

Major Features of Development Communication Theory

Development roles and objectives

To help people

No manipulation or propaganda

Generates genuine response from the audience

Used to develop critical consciousness

Self-responsibility and self-determination

Two way communication flow

Uses development communication tools

Examples of Development Communication Theory

The reports and brochures of international development projects along with the
Information Education Communication and Behavioral Change Communication
materials can be taken as the examples of development communication tools. The
posters, brochures, documentaries, etc. used for development projects like
awareness in rural areas are development communication tools.

Strengths of Development Communication Theory

Specified tools for communication makes communication effective.

Helps in international development projects.

Participation in communication media makes it inclusive.

Weaknesses of Development Communication Theory

It enforces westernization more than modernization.

Cultural hegemony is occurred through development communication

implementation.

Cite this article as: Shraddha Bajracharya, "Development Communication Theory,"

in Businesstopia, January 11, 2018, https://www.businesstopia.net/mass-
communication/development-communication-theory.

communication theory is media for development of people in a nation or to help

the targetpopulation. Communication seeks to serve the people without
manipulation and encourage genuine response. There is no propaganda as ulterior
motive of communication.

HISTORIES AND THEORIES Of COMMUNICATION FOR

DEVELOPMENT

A common way to discuss development is as purposive changes undertaken in a

society to achieve

what may be regarded generally as a different ("improved") state of social and

economic affairs. The

concept has been used to describe Western (particularly European) economic

growth since the MIDDLE

AGES, as well as to explain the process through which

all societies are expected to achieve certain economic,

political, social, cultural, and other goals. Thus the

notion of development is often seen as a derivation

of the much older idea of progress, which has roots

going back to ancient Greece.

Change· in human society is widely considered

inevitable. Whether it is (or should be) slow and

gradual (evolutionary) or fast and radical (revolutionary) is a matter of dispute.

Throughout much of

its history humanity did not seem to be overly concerned with the direction of
progress, for the most

part assuming that all change-and therefore progress-was good. In the Western
world the Industrial

Revolution, along with major political events that

introduced important changes in social organization

and life-style (e.g., the French and American revolutions), supported the view that
secular development

and not just progress (as guaranteed by religious

ideas on the perfectibility of humankind) was not

only possible but desirable and achievable as well.

The emergence of Europe since the fifteenth century as the major force in the of
the globe established patterns of exploration and colonization economic relations
among nations, or between nations and their colonies, that have had an enduring
impact. Economic "development" was seen as emanating from the benefits of trade
and the possession of colonies that provided abundant raw materials, cheap labor,
and outlets for the manufacturing industries of the metropolis. Throughout the
nineteenth and early twentieth centuries European powers attached great
importance to the possession of colonies and the advantages derived from them.
Nations without such colonies felt they were at a disadvantage (e.g., by not being
able to trade in their own currency) and defined themselves as the "have-nots" in
opposition to the "have" countries with colonies. It would not be until well into the
twentieth century that Europe would come to realize that the true

"Have-nots" were the colonies themselves. The Twentieth Century If the United
States emerged from World War I as the preeminent economic power, the outcome
of World War II established the United States as the foremost political power as
well. The reconstruction of Europe and the establishment of a functioning world
economy became the principal objectives of U.S. foreign policy. At a political
level the increasing differences with the Soviet Union, its wartime ally, and the
perceived threat to U.S. national security from Soviet intentions toward Europe and
the rest of the world led U.S. President Harry S. Truman to redefine his country's
foreign policy from an isolationist stance to one of active leadership. Rather than
"sit back and do nothing" or respond militarily to the postwar situation, the United
States decided on a program of financial and economic assistance to Europe. And
rather than implement this program through heavy-handed intervention in the
affairs of the recipient countries or channel aid through newly created multilateral
organizations-mainly the United Nations and the International Bank for
Reconstruction and Development-the United States offered the Marshall Plan,
which extended financial and economic assistance in a multilateral framework of
consultation and cooperation between donor and recipient countries. See

INTERNATIONAL ORGANIZATIONS

The Marshall Plan was successful both in rebuilding the economies of the
participating European countries and in achieving its major political goal: the
"containment" of the spread of communism. This goal was first advanced with the
declaration of the Truman Doctrine in March 1947 and was reaffirmed in the Point
Four Program of 1949, in which Truman offered the world "the benefits of our
U.S. scientific advance and industrial progress . . . for the improvement and growth
of underdeveloped areas." Whether one chooses to interpret U.S. actions as derived
from humanitarian concerns, economic self-interest, or larger political
considerations (i.e., confrontation with the Soviets).

CONCLUSION

Development communication has not been labeled as the "Fifth Theory of the
Press", with "social transformation and development", and "the fulfillment of basic
needs" as its primary purposes. Jamias articulated the philosophy of development
communication which is anchored on three main ideas. Their three main ideas are:
purposive, value-laden, and pragmatic. Nora C. Quebral expanded the definition,
calling it "the art and science of human communication applied to the speedy
transformation of a country and the mass of its people from poverty to a dynamic
state of economic growth that makes possible greater social equality and the larger
fulfillment of the human potential". Melcote and Steeves saw it as "emancipation
communication", aimed at combating injustice and oppression.[6] The term
"development communication" is sometimes used to refer to a type of marketing
and public opinion research,

REFERENCE AND CITATION

By an authorized administrator of Scholar Commons For more information, please

contact rscroggin@scu.edu.

Hernández-Ramos, P., & Schramm, W. (1989) Development Communication

1History and Theories. In E. Barnouw (Ed.)

International Encyclopedia of Communications New York & Opermission of

Oxford University Press For permission to reuse this material, please visit
://www.oup.co.uk/academic/rights/permissions.

Encyclopedia of Communications New York & Oxford: Oxford University

Press/Annenberg School of

by Shraddha Bajracharya in Mass communication

Site this article as: Shraddha Bajracharya, "Development Communication

Theory," in Businesstopia, January 11, 2018, https://www.businesstopia.net/mass-

communication/development-communication-theory